When was the last time you laughed so hard that you cried? Kleenex wants to know and also wants you to post your associated pictures or videos. (There’s nothing like consumer-generated content for one’s site. Just ask YouTube.) Not only is this Kleenex site interactive, but it is also participatory. (Yes, there is a difference.)
One of the things The Distillery especially likes is the way Kleenex absconded with the YouTube model and streams its own videos instead of placing them on YouTube. A number of other firms should follow that lead. The difference is like having a Hotmail e-mail address vs. an e-mail address with your own domain name. The latter is simply more professional and business-like.
The Distillery likes the Kleenex site. Not only will you find the above, but with a few additional clicks one runs into multimedia content for Kleenex’s new oval-shaped tissues. Questions: Might they be a product variation that consumers didn’t even know they wanted? Might they be a true nasal-technology breakthrough? Or, might Kleenex simply be making noise and blowing its nose by offering consumers a “new and improved” Kleenex? (Oops, make that Kleenex brand tissue. The Distillery wouldn’t want to dilute the Kleenex brand name.)